Ajit Jaokar writes about the service:
The Nokia ad service provides a very interesting alternative to third parties because it is an Off portal initiative across all Nokia handsets globally.
This truly changes the game from an advertiser perspective because:
a) They deal with one entity(Nokia)
b) They potentially access ALL Nokia devices ACROSS operators globally
c) They can target the customer base because the Web/Mobile gateways are run by Nokia (off portal)
From a third party advertiser perspective, working with a company like Nokia would be far more preferable than working with the many Operators globally and not getting anywhere.